Most bilingual campaigns break at the handoff. A headline that sings in English is handed to a translator, comes back correct and completely dead, and nobody can say why.

The problem is that a good line carries an idea, not just a meaning. Translate the meaning and you keep the words but lose the thought. The Arabic has to be written, not converted.

We write both languages in the same room, from the same brief, at the same time. Sometimes the Arabic leads and the English follows. Neither is a translation of the other.

The test is simple. Read both aloud to someone who speaks only one. If both stop them, the idea survived. If only one does, we are not finished.